Director of Product Management, Demand Generation

We’re seeking a strategic, hands-on Director of Product Management, Demand Generation to lead the development and execution of product-led growth initiatives that drive new client acquisition and unlock franchise-level performance across our Home Instead network. You will own the vision and roadmap for demand generation technologies from lead intake through conversion enabling our marketing, sales, and franchise teams with the platforms, data, and workflows needed to scale qualified demand effectively. The Demand Generation Product Team focuses on accelerating new customer acquisition by building scalable technologies for lead intake, routing, and conversion. Drive the roadmap and prioritization of features that improve lead conversion, hiring funnel, engineering velocity, and quality. Partner closely with marketing, operations, sales, and franchise development to align on performance goals and outcomes. Engage with customers and other key stakeholders to gather feedback and understand evolving needs. Act as a product partner to our franchises, our marketing support team, operations—surfacing pain points and translating them into scalable solutions. Be responsible for defining, monitoring, and meeting the key demand goals including traffic, conversion rate, cost per click, cost per lead, time to contact, and cost per customer. Continuously test and iterate on user flows, landing pages, CTAs, and content integrations to improve lead-to-client conversion. Guide build vs. buy decisions related to marketing automation, CRM integration, and lead management tools.